PotashCorp was one of Canada’s largest and wealthiest companies, the world’s largest producer of potash, and third largest producer of nitrogen and phosphate (3 essential and primary crop nutrients), yet many Canadians have never heard of them, or realize how integral and important they were to the agricultural industry, both here in Canada and around the world.

In 2012, The Unitas Reputation Agency was tasked with developing a national campaign for the corporation, to bring about a greater public awareness to PotashCorp, as well as drumming up a more focused and clear company purpose within the ranks of its employee culture. Working in conjunction with creative director Graham Lee, I produced 4 creative executions for a nation-wide newspaper media ad buy-out, along with select industry publications and a select market of Billboard postings. This print and outdoor campaign supported a 60, 30, and 15 second TV spot that debuted during the 2012 London Summer Olympic Games.